When the beauties came to town, The Chronicle


Date: January 1, 1970
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A male columnist reflects on how men behaved when the Miss Malaika beauty finals were held in Zimbabwe?s southern city of Bulawayo.
A male columnist reflects on how men behaved when the Miss Malaika beauty finals were held in Zimbabwe?s southern city of Bulawayo.

This article may be used to:
  • Provide learning tips on gender stereotypes and language.

Trainer’s notes

Gender stereotypes/language and messages

This column provides a host of gender stereotypes, blatant and subtle.

Women are depicted as

  • Sex objects
     

  • Beauties without brains
     

  • Temptresses of men
     

  • Loose in morals
     

  • Insecure
     

  • Desperate wives
     

  • Those who lead men astray into sin
     

Men are portrayed as:
  • Lecherous at all ages
     

  • Unable to control their sexual urges
     

  • Gullible
     

  • Immoral
     

  • Jealous
     

  • Abusers
     

  • Unfaithful
     

  • Irresponsible
     

  • Opportunists
     

The language used throughout the piece describes women’s physical attributes and the effect women’s physical bodies have on men. For example one man is quoted as saying when he sees the beauty contestants: “I melt like margarine”.

There are contradictory attributes given to women throughout the column. On the one hand they are likened to ‘angels’ and ‘milk’ – images of being pure, chaste and good- but the writer also refers to women as ‘fatal attractions’.

The writer also states that some sex workers posed as Miss Malika contestants and did business for higher prices. This is a veil reference that there is a subtle distinction between a sex worker and a beauty contestant.

When journalists put together facts and information in articles, they invariably convey messages to their audiences. Columnists who have more leeway to state their opinions and biases often do the most damage in reinforcing gender norms.

Throughout this column, the writer treats both women and men as subjects not deserving of respect, and the entire tone of the column – done in jest- is negative towards women and men.

It should be emphasized in editorial and opinion writing that the same ethical standards of balance, fair representation, diversity and minimum harm, etc. should still be the guidelines followed. Although in this journalistic genre the writer can express an opinion, this should be written in an informed and responsible manner.

Training exercises

Exercise one: Study a copy of the article.

  1. How are beauty contestants described the article?
     

  2. How are wives described in the article?
     

  3. How are sex workers described in the article?
     

  4. How are men described in the article?
     

Exercise two: What messages have been conveyed in this column
  1. About wives?
     

  2. About sex workers?
     

  3. About beauty contestants?
     

  4. About men?
     

  5. About women?

 


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